“Soccer for science” – introducing a new sexual health awareness programme in rural Zambia

By Veronica Mwaba and Wayne Coles

In the rural communities of Chipapa and Mount Makulu in Chilanga District, a stone’s throw away from the hustle and bustle of Zambia’s capital city Lusaka, a football match now begins with more than a whistle. It begins with facts.

Zambia continues to face a heavy HIV burden. The Zambia Demographic and Health Survey reported in 2018 that HIV prevalence among females aged 15-49 years was 14.2 per cent, compared to 7.5 per cent for males of the same age. But the country is making strides towards tackling the problem, according to 2025 figures. The country has achieved the 95–95–95 HIV treatment targets for the general population, with 98 per cent of people living with HIV aware of their status, and 98 per cent of those diagnosed receiving treatment. Meanwhile, 97 per cent of those on treatment are achieving viral suppression. 

The Ministry of Health also highlighted Zambia's success in reducing new HIV infections from 63,000 in 2010 to 30,000 in 2025, and cutting AIDS-related deaths by 73 per cent, from 26,000 to 15,000, over the same period. 

In rural and peri-urban compounds, teenage pregnancy, sexually transmitted diseases (STDs), HIV, and substance abuse compound the risks facing adolescents – particularly girls. Against this backdrop, and following the popularity of the recent African Cup of Nations, Dziwa Science and Technology Trust (DSaT; see Box) turned to an unlikely but powerful ally: grassroots football.

A match that opens minds

On a sunlit pitch outside Lusaka, we handed out football shirts, shorts, balls and goalkeeper gloves to teenage boys and girls from Chipapa and Mount Makulu. The donation was intentional – but it was never just about the kit. Each short match was paired with age-appropriate, candid discussions on HIV prevention, sexual and reproductive health, behaviour change and even climate change. The equipment became a gateway to dialogue; the game created the safe space. Local media outlets such as Times of Zambia, Zambia Daily Mail, Sun FM and Prime TV amplified the message, turning neighbourhood matches into community-wide conversations. For DSaT, the strategy is deliberate and grounded in years of science communication work.

We know the statistics. We know the risks our girls face. But information alone is not enough. We must deliver science in spaces where young people feel safe, confident and seen. Football gives us that space. When girls come to play, they stay to listen – and when they listen, they begin to ask questions. Indeed, the initiative was designed to make prevention practical and relatable. You cannot talk about HIV, STDs or teenage pregnancy in isolation from young people’s daily lives. Sport builds trust. It builds self-belief. Once that trust exists, conversations about testing, condom use and healthy relationships become less intimidating and far more powerful.

Veronica Mwaba, Executive Director of DSaT (with microphone) speaking as part of the presentation
of football kit to girls at Chipapa, south of Lusaka, Zambia. Photo: DSaT

A track record in science communication

The Chilanga outreach did not emerge in isolation. Mwaba and DSaT have previously demonstrated how science advocacy can shape national conversations. During the Covid-19 pandemic, DSaT won a 19,782 US dollar grant to promote science journalism in Zambia – particularly responsible reporting of the Covid-19 pandemic. We delivered training to more than one hundred journalists at a time of widespread misinformation.

The initiative strengthened the capacity of newsrooms across the country to interpret scientific data, question sources rigorously and communicate public health guidance clearly. For DSaT, the lesson was clear: equip trusted intermediaries with credible science, and communities respond. Whether we are collaborating with journalists or young footballers, the principle is the same. You build capacity. You create confidence in science. And you ensure that information is accurate, accessible and relevant to people’s daily lives.

DSaT’s collaborative efforts also included working with CABI (Centre for Agriculture and Bioscience International), supporting campaigns in Zambia such as efforts to raise awareness of cassava brown streak disease – a major threat to food security for smallholder farmers. That campaign combined media engagement, scientific expertise and community-level outreach – a model that now echoes in the “Soccer for Science” initiative. When we worked on cassava brown streak disease, we saw how communication can protect livelihoods. Today, we are applying the same principles to protect health. This may be a different issue, but it calls for the same commitment to evidence and impact.

Trusted voices, real conversations

The football model works because it rests on trust. Football is familiar, accessible and deeply woven into community life. When the Football Association of Zambia publicly endorsed the outreach, it added legitimacy – signalling that this was not a one-off event but part of a broader vision for youth development.

Before matches kicked off, University of Zambia students Joseph Kasolwe and Mathews Nyirenda addressed players and supporters. Kasolwe spoke plainly about HIV transmission, condom use, testing services and the importance of knowing one’s status. Nyirenda connected climate change and community resilience, reinforcing that collective action – on the field and off – strengthens wellbeing.

Members of the Zambian press turned out in force to cover the important message of how grassroots football
can serve as a model for HIV and sexual health awareness in rural Zambia. Photo: DSaT

These peer-led moments are critical. When university students speak, the girls see what is possible. They hear accurate information from people who are just a few years older than them. That relatability reduces stigma and replaces fear with understanding. A single workshop rarely changes behaviour. But regular training sessions, ongoing coaching and sustained media attention keep the message alive. The kit is not the end – it is the beginning of a relationship.

Why the model works — and why it can scale

The “Soccer for Science” approach has several built-in advantages that make it highly scalable across rural Zambia:

Access and familiarity. Football requires minimal infrastructure and attracts organic audiences. Matches create relaxed settings where adolescents feel comfortable asking questions about sex, HIV, STDs, and contraception – topics often stigmatised at home or in classrooms.

Repeated engagement. Unlike one-off health campaigns, donated kits and structured coaching sessions create continuity. Regular training becomes an entry point for ongoing education, reinforcing messages about condom use, consent, testing and treatment adherence.

Near-peer educators. University students and local coaches translate technical health information into relatable language. Adolescents are often more receptive to messages delivered by slightly older peers who share similar backgrounds.

Media amplification. Coverage by respected media outlets normalises discussions of HIV and sexual health, reducing stigma and encouraging families to support testing and care.

At DSaT, we believe that scaling the model is both urgent and achievable. If every rural district were to adopt this approach – linking sport, science and storytelling – we would be able to dramatically increase awareness and service uptake. We are not just developing footballers. We are developing informed, empowered young men and women. We believe the collaborative element is what makes expansion realistic. This is a partnership model. NGOs, the Ministry of Health, universities and research institutions, health providers, national sports bodies, the private sector and the media all have a role. When we align those forces, we can take this from two communities to twenty – and eventually nation-wide.

Partners without boundaries: Mwaba and Coles join forces with shared expertise to help plant the seeds
of a healthier Zambian youth through sport and science advocacy. Photo: DSaT

From the sideline to the clinic

Crucially, DSaT’s approach does not end at awareness. Organisers have outlined the need for funding to allow for follow-up sessions, referrals to youth-friendly health services, and partnerships with clinics to ensure that a girl who asks about HIV testing on the sideline can access counselling and care.

On that sunlit pitch in Chilanga, the boys and girls ran, passed and scored. But beyond the goals counted on the field, a quieter victory was unfolding knowledge shared, stigma challenged, confidence built. If scaled thoughtfully, Zambia’s grassroots football fields could become some of its most effective classrooms – training grounds not only for athletes, but for a generation empowered to protect its health and future.

Veronica Mwaba ist the founder and managing director of Dziwa Science and Technology Trust (DSaT). She has a background in journalism and public relations. Her work with scientists across Africa, where she observed significant communication gaps, inspired her to create an organisation dedicated to making science more accessible and empowering.

Wayne Coles is a UK-based former journalist. Before joining DSaT, he worked as Senior PR Manager at the Centre for Agriculture and Bioscience International (CABI).

Contact: wayne.coles@ymail.com

References:

Zambia Demographic and Health Survey

United Nation: Zambia. Global and national HIV estimates launched

Journalist scoops grant award to promote science journalism

CABI joins forces with Zambian Government to help curb spread of devastating Cassava Brown Streak Disease